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Did Aquafresh Fresh & Minty toothpaste (UK, 2026) shrink?

Size FactsDid it shrink? Yes
Before100 ml
After75 ml
−25.0%smaller
Price per 100 ml · observed+12.1%Shelf price £1.07 → £0.90, as recorded by the source.

Before you paid £1.07 per 100 ml; after, £1.20 per 100 ml: 12.1% more for the same amount.

How big a cut? The joint largest of 18 documented oral care cuts (tied with 4 others); a bigger cut than 84% of all 1,366 cases in the library. See the biggest cuts →

When
2026 · reported 15 May 2026
Country
United Kingdom
Brand
Aquafresh
Category
Oral Care
Source
allsupers.co.uk

Source and evidence

Aquafresh Fresh and Minty Toothpaste, 75 ml: 100 ml → 75 ml — Shrinkflation | Allsupers | Allsupers allsupers.co.uk

Source fetched 2026-10-21. All 59 Allsupers cases.

The shelf price fell from £1.07 to £0.90, but by less than the size, so the price per ml rose 12%. Found by Allsupers' automated check of ASDA listings: the old listing disappeared and a smaller pack of the same product appeared (new pack since 15 May 2026); regular price £1.07 before, £0.90 after.

Evidence
Typeautomated supermarket price tracker (Allsupers register; retailer listings, regular prices recorded)
Confidencemedium
Size cut alone, at the old price+33.3%

Check the math in the calculator or compare old and new unit prices.

Against official inflation: ONS CPI (UK) “appliances, articles and products for personal care” changed +0.9% (12 months to May 2026, a broad match for this category). This pack’s price per millilitre changed +12.1%, 11.2 percentage points above the official rate, using the shelf prices the source recorded. Every case is compared the same way in the ShrinkRadar Index.

What the source says

“Before: Aquafresh Fresh & Minty Toothpaste, 100 ml (ASDA), size 100 ml, regular price £1.07, price per unit £10.70/l. Now: Aquafresh Fresh and Minty Toothpaste, 75 ml (ASDA), size 75 ml, regular price £0.90, price per unit £12.00/l. First detected: 17 May 2026. New pack since 15 May 2026.”

More from the UK: the UK Shrinkflation Tracker has all 175 documented cases, sortable and filterable.

Topic guide: toothpaste shrinkflation, every documented case in one place, brand by brand. Also: toothpaste, deodorant and personal care shrinkflation.

More from Aquafresh

All 2 Aquafresh cases →

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All 5 in the case library →

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Toothpaste shrinkflation →

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Cite this case

ShrinkRadar, “Did Aquafresh Fresh & Minty toothpaste (UK, 2026) shrink? 100 ml → 75 ml”, https://shrinkradar.com/cases/aquafresh-fresh-and-minty-toothpaste-uk-2026-uk-2026.html, accessed 2026-11-05. Original source: Aquafresh Fresh and Minty Toothpaste, 75 ml: 100 ml → 75 ml — Shrinkflation | Allsupers | Allsupers (https://allsupers.co.uk/research/shrinkflation/ean_swap/53).

You may quote and cite this case with credit. No bulk reuse or republishing of the dataset without permission: licence and how to cite.